The Influence of Typography on Perceived Aesthetic Quality, Readability, and Trust in Chinese Digital Media: A Comparative Study of Songti and Heiti Typefaces

Abstract

 Typography plays a critical role in shaping user perception and engagement in digital media environments. In the context of Chinese digital platforms, typefaces such as Songti and Heiti carry not only functional but also cultural and aesthetic significance. This study examines how different typographic styles influence perceived aesthetic quality, readability, cultural appropriateness, and trust among users. Using a quantitative research design, data were collected from 150 university students through a structured online questionnaire incorporating visual stimuli of representative typography samples. The findings indicate that Songti typefaces are perceived as more culturally resonant and trustworthy, while Heiti typefaces are associated with higher modernity and functional clarity. Readability ratings were high across both styles, although context-specific preferences emerged. The results suggest that typography is not merely a visual design element but a meaningful communicative tool that influences user cognition and emotional response. This study contributes to digital design literature by integrating aesthetic perception with cultural interpretation in Chinese typography and offers practical implications for designers, marketers, and platform developers.